With the Association of National Advertisers preparing to release working guidelines for its members, it’s time to cut to the chase on the issue of agencies padding their compensation in ways that are not transparent to their clients. Notice that while I say it’s time, I do not say it will be easy, particularly for global marketers.

One key to bringing more clarity to advertiser/agency relationships is that advertisers should strongly consider having direct relationships with media sellers. There’s been little to no conversation about this.

Read the full AdAge article here.